How to Create a Multi-Channel Social Media Strategy
July 17, 2025
Social media marketing can appear daunting—whether it's keeping up with new channels, trends, and capabilities or trying to stand out amidst the clutter. With consumer content being the most prevalent, B2B companies can struggle to have an effective presence.
Did you know 58% of B2B marketers rate their content strategy as only "moderately effective," with nearly half of those saying their strategy struggles because they lack clear goals? Other common struggles included lacking a scalable model for content creation and not having enough resources.
B2B marketing can be relevant, entertaining, and impactful.
Just because it’s not a consumer product doesn’t mean marketing shouldn't be creative and engaging. After all, B2B decision-makers are consumers at the end of the day, browsing social media to be entertained, find solutions and stay updated on what’s happening in the world around them.
Consider the IBM “Every Second Counts” campaign. Their goal, audience, strategy and tactics were clear—educate Chief Information Officers and Chief Technology Officers on the importance of cyber resilience to drive lead generation. Using videos and simulated live events, they immersed prospects into real-time cyberattack experiences, raising the question “Are you really prepared for a cyber-attack?” Teaser video posts on Facebook, X and LinkedIn drove viewers to a landing page featuring the full videos and an invitation to contact IBM for further discussion. On LinkedIn, the posts altogether received 238,000 engagements and 50% of responses were high-quality leads.
Take a look at the competitors in your industry. Are they failing to take advantage of creative marketing opportunities, leaving the door wide open for your business to stand out? Unlock the potential of social media marketing with a strategy framework that drives engagement and growth.
Core elements of a social media strategy.
Creating a robust social media marketing plan involves understanding and integrating four core elements: Objective, Strategy, Tactic, and Success Metrics. These elements provide the framework for a structured and effective approach.
The Objective defines what you want to achieve with your social media efforts. The Strategy outlines the overall approach to meeting the objective. Tactics are the specific actions taken to implement the strategy. Success Metrics are the key performance indicators (KPIs) used to evaluate the effectiveness of your campaign.
Remember, what works on one social channel doesn’t necessarily work on another. While LinkedIn users may find a whitepaper explaining a technology process helpful, users browsing Instagram are looking for entertaining, shareable content. A successful social media strategy needs a multi-channel approach.
Here are examples of effective strategies tailored to key social channels.
Educate and inform prospects to build relationships and credibility.
Objective: Increase brand awareness, establish thought leadership and educate the audience on why this solution is needed.
Strategy: Share industry insights and case studies to educate the target audience.
Tactic: Post weekly articles and updates on industry trends, participate in relevant LinkedIn groups, and engage with the audience through comments, polls and discussions.
Success Measured By: Post engagement, number of followers, website traffic driven by LinkedIn and number of leads generated.
Present real-world solutions with captivating visuals and video.
Objective: Showcase your products and solutions in real-world scenarios, build a relatable brand image, and showcase the company’s environmental/social responsibility.
Strategy: Use a combination of high-quality images, short videos, and stories to highlight how your solution solves common industry problems.
Tactic: Post case studies or customer testimonials weekly, use Instagram stories to share a behind-the-scenes look at how you work.
Success Measured By: Engagement metrics including likes, comments, shares, and story views, as well as follower growth.
Engage with current team members, their families, and potential employees.
Objective: Attract talent and enhance employee engagement; for example, grow awareness in a new region, ultimately increasing base followers by 500%.
Strategy: Emphasize people and human interaction at work and in the community, sharing content that highlights company culture, employee achievements, and behind-the-scenes activities.
Tactic: Create separate Facebook pages/groups for your different regions/locations. The content calendar will include weekly posts about team events, employee spotlights, and company news. Encourage team members to share their own content.
Success Measured By: Post reach, audience growth rate, post engagement (likes, comments, shares) and employee participation.
Refine and optimize along the way.
As results accumulate, you’ll be able to better gauge your audience’s interests and needs to create relevant and effective content. Regularly review your KPIs to understand what’s working, what’s not, and where adjustments should be made. Optimizing your strategy will help ensure you’re continually creating content that drives engagement and growth.
